Three years ago, we'd Don C and Jerry Lorenzo type of guide the way as our two brands. We only saw that people actually liked wearing those brands in our sport and trying to stand out. So then we desired to give them more choices, but we wanted to become a platform for aspirational individuals in the fashion world, to help you while we had Don, who's clearly extremely built-out previously, we sort of took a flyer on Chinatown Market last year -- and obviously they've turned into a huge brand in the last few years. I feel exactly the same way about Eric Emmanuel. Tracey is actually a really good example as well.
Tracey is very known in the basketball world, but his brand is not as understood and we have to be aspirational and believe in his growth. I wanted to provide him the chance to get Visitor On Earth in the match. It's a way for all these guys to find out like, hey if it does well in the match, perhaps I got to consider it releasing it out in the actual world. That is an innovative thought process: to leverage the electronic then make the bodily without even having to spending a great deal of money looking for out whether it's going to work or not. I believe that it's pretty brilliant.
Even getting a person like Zack Bia into the match was in-touch. Yeah that's another very great example. I mean, you would not think about Zack as a traditional basketball influencer, but I kind of thought about registering him a year or two back because I knew that we were involving these fashion brands. We signed a few men in the world, that are famous in the fashion world rather than at the basketball world. If we could make them wear stuff in games and also be a connector to their people -- such as Zack's really near Drake -- it encourages the growth of style in the game.
We wanted to give our games the capability to communicate and differentiate themselves in how any NBA player can via their story telling. Fashion has become an integral component to this and, therefore we've partnered with the hottest names in that space to offer digital clothes options for players to fit on their players. We do electronic drops from each one of our partnered clothing brands and attempt to align together with their corresponding physiological releases when we can to be another extension about them in their marketing campaigns. The frequency depends on time of year since you'll see more throughout the holidays, basketball events [like NBA All-Star] and style events [such as Milan Fashion Week, etc..
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